Brand Tone

Passionate & Proud, Authentic & Craft-Oriented, Community-Focused & Welcoming, Heritage-Inspired & Story-Driven, Confident & Quality-Assertive

Brand Values

• •Quality & Craftsmanship
• •People & Connection
• •Customer Experience
• •Heritage & Authenticity
• •Freshness

Best Practices

• •Embrace Your Story: Consistently weave elements of your unique heritage (like the Martin JRM-Mars connection) and your "why" (serving happiness, fostering connection) into your communications. This builds authenticity and memorability.
• •Speak with Passion & Confidence (but stay welcoming): Use strong, positive language when describing your coffee and the experience (e.g., "premium," "masterfully prepared," "life's greatest pleasures"). Balance this confidence with warm, inviting language that reflects your community values.
• •Highlight the Craft: Continuously educate your audience about the benefits of small-batch, drum roasting, 100% Arabica beans, and the role of your Master Roasters. This reinforces your commitment to quality and differentiates you.
• •Be People-Centric: Frame your messaging around the customer experience and the connections your coffee fosters. Use "you" and "your" to make it personal, and showcase how your coffee fits into their lives.
• •Maintain Visual & Verbal Cohesion: Ensure your tone in written copy aligns with your visual branding on social media, your website, and in your physical locations. An "aesthetic" and "unique" visual style should be complemented by copy that feels equally crafted and special.

Social Perception

Positive & Appreciative of Quality, Enjoyable Atmosphere, Reasonably Priced, Local Favorite, Unique & Cool

Copy Examples

• •Jack Henry Coffee: Where Every Batch Tells a Story. Since 2003, we've poured our passion into every small batch, drum-roasted right here in Eastern Oregon. Experience the heritage, taste the damn fine difference. It’s more than coffee, it’s a legacy.
• •Your Daily Grind, Elevated. Forget assembly-line coffee. At Jack Henry, our Master Roasters personally taste-test every 20lb batch of 100% Arabica beans. Because life’s too short for anything less than a premium coffee experience.
• •More Than a Coffee Shop. It's Your Space. "Serving happiness in unique & connective spaces." Whether you're catching up with friends or finding a quiet moment, Jack Henry is your home away from home. Come connect, unwind, and enjoy.
• •The Secret? No Secrets. Just Damn Fine Coffee. We don’t hide behind flavorings. Just pure, 100% Arabica beans, slow-roasted in small batches to bring out their natural, hidden oils and rich flavors. Taste the authentic craft in every cup.
• •From High Desert Roasts to Your Morning Ritual. Roasted at 2150 feet above sea level, our beans capture the spirit of the Northwest coffee scene. Bring the bold mission of Jack Henry Coffee Roasters into your day. Experience the difference.